Annie and her lil friends - Giraffe

So far they have done eight collections consisting of 44 unique designs.

Architecturally Speaking Collection

The posters on OOTO stay away from the usual kitsch-Indian inspired graphics that are available in the market in abundance

Fairytale in Everyday Life Collection

They collaborate with creative folks including architects, photographers, illustrators and graphic designers to create their collections.

Modern landscapes - Sunset in the Gulf

The artist collaboration process, Jesal says, is very elaborate. “We always see their work portfolio to decide if we can have them onboard. Then we both (OOTO team and the artist) work on stories which are built around the kind of work they do, which is then refined once the artist comes up with initial sketches. We have a very architect-like approach towards this.”

Joyful Moments Collection

Under OOTO, the company also does graphic printed furniture and space graphics for their in-house clients.

Fairytale in Everyday Life Collection

Currently the posters are sold through their online shop and a couple of retail outlets in India.

Modern landscapes Collection

While it’s at a nascent stage right now, they are also working towards a range of wooden decor products and toys.

Annie and her lil friends - Giraffe

So far they have done eight collections consisting of 44 unique designs.

Architecturally Speaking Collection

The posters on OOTO stay away from the usual kitsch-Indian inspired graphics that are available in the market in abundance

Fairytale in Everyday Life Collection

They collaborate with creative folks including architects, photographers, illustrators and graphic designers to create their collections.

Modern landscapes - Sunset in the Gulf

The artist collaboration process, Jesal says, is very elaborate. “We always see their work portfolio to decide if we can have them onboard. Then we both (OOTO team and the artist) work on stories which are built around the kind of work they do, which is then refined once the artist comes up with initial sketches. We have a very architect-like approach towards this.”

Joyful Moments Collection

Under OOTO, the company also does graphic printed furniture and space graphics for their in-house clients.

Fairytale in Everyday Life Collection

Currently the posters are sold through their online shop and a couple of retail outlets in India.

Modern landscapes Collection

While it’s at a nascent stage right now, they are also working towards a range of wooden decor products and toys.

OneOrTheOther (OOTO) is an excellent example of a brand that’s launched purely to fill a need-gap. While designing their own house, Nischal Abhaykumar and Jesal Pathak – founder and creative director of M9 Design Studio respectively – realised that the architectural design provided for large wall surfaces that could hold many posters and artworks. When they started looking for these posters though, they didn’t find too many that they really liked. And that’s how they decided to create their own posters which eventually received accolades from their friends and other clients. And that’s how OOTO was born. OOTO curates and creates collections of posters, each of which has a minimum of five prints.

So far OOTO have done eight collections consisting of 44 unique designs. Talking about the initial days, Jesal says, “Launching OOTO was a process. We started working on collection themes, identifying apt designers and artists, business module etc., around January/February 2015 but the prints reached the market only in September 2015.”

Annie and her lil friends - Giraffe

So far they have done eight collections consisting of 44 unique designs.

The posters on OOTO stay away from the usual kitsch-inspired Indian graphics that are available in the market in abundance. Jesal says that while they love ‘India-inspired’ graphics, there are so many brands and artists doing good stuff in that genre. “Also, for the kind of spaces we create and interiors we do, these are not always a great fit. We generally customise artworks or commission artists to work with us on specific themes for our projects which go hand in hand with its design language. The aesthetic language is not a conscious effort; we do that kind of work so we naturally end up liking those designs.”

Architecturally Speaking Collection

The posters on OOTO stay away from the usual kitsch-Indian inspired graphics that are available in the market in abundance

They collaborate with creative folks including architects, photographers, illustrators and graphic designers to create their collections. The artist collaboration process, Jesal says, is very elaborate. “We always see their work portfolio to decide if we can have them onboard. Then we both (OOTO team and the artist) work on stories which are built around the kind of work they do, which is then refined once the artist comes up with initial sketches. We have a very architect-like approach towards this.”

Fairytale in Everyday Life Collection

They collaborate with creative folks including architects, photographers, illustrators and graphic designers to create their collections.

Modern landscapes - Sunset in the Gulf

The artist collaboration process, Jesal says, is very elaborate. “We always see their work portfolio to decide if we can have them onboard. Then we both (OOTO team and the artist) work on stories which are built around the kind of work they do, which is then refined once the artist comes up with initial sketches. We have a very architect-like approach towards this.”

Talking about the initial days, Jesal says, “Launching OOTO was a process. We started working on collection themes, identifying apt designers and artists, business module etc., around January/February 2015 but the prints reached the market only in September 2015.”

Currently the posters are sold through their online shop and a couple of retail outlets in India. The brand is received well globally, says Jesal. “We do good business in Singapore, UK and Australia. In India, we have received orders through fellow architects and designers. The current sales ratio for OOTO would be 40% retail and 60% in-house projects approximately.”

Joyful Moments Collection

Under OOTO, the company also does graphic printed furniture and space graphics for their in-house clients.

Fairytale in Everyday Life Collection

Currently the posters are sold through their online shop and a couple of retail outlets in India.

Under OOTO, the company also does graphic printed furniture and space graphics for their in-house clients, and they hope to bring some of it to retail soon. While it’s at a nascent stage right now, they are also working towards a range of wooden decor products and toys.

Modern landscapes Collection

While it’s at a nascent stage right now, they are also working towards a range of wooden decor products and toys.